JEWELLERY Advertising Effectiveness ADVERTORIAL FEATURE READER EVENT CARAT* CARAT* JEWELLERY PROVES A CUT ABOVE THE REST SETTING THE SCENE: CARAT*, maker of stylish and opulent jewellery, prides itself on its timeless and elegant range, inspired by early 20th-century Paris fashion jewellers. CARAT* has an array of prestigious boutiques around the world from Australia to Hong Kong and Tokyo and now has four boutiques across the UK. CARAT* was keen to further its relationship with HELLO!, looking at ways in which it could work with the magazine, and an exclusive reader event was the ideal opportunity to raise awareness of the brand among HELLO! readers while showcasing its inspirational jewellery in the surrounds of its fantastic store in Westfield London. TM
WHY HELLO!? 636,000 HELLO! readers state that they often wear valuable jewellery that s more than all quality press supplements and more than twice as many as those of Grazia HELLO! readers spent a total of 24million on jewellery in the last 12 months that s 10million more than readers of Grazia and 6.7million more than readers of Marie Claire What were the main objectives for the activity with HELLO!? The overall objective was to raise brand awareness within the UK market of what is a truly international brand, whilst exploring a channel outside traditional display advertising. The secondary objective was to showcase the brand s stunning jewellery range in the charming surroundings of the striking boutique store at Westfield London. JEWELLERY: CARAT* ELEMENTS OF THE CAMPAIGN: This exciting reader event, involving a champagne reception set amid displays of beautiful jewellery, was promoted through a stunning full-page advertorial in HELLO!, featuring stylish imagery blending the sophistication of HELLO! with the high-quality reputation of the CARAT* brand. The event was held at the fabulous new CARAT* boutique in London s Westfield shopping centre. The evening event was exclusively available to HELLO! readers and admission was on a firstcome, first-served basis, on presentation of the magazine in which the advertorial was featured. Whilst being given the opportunity to browse the new range of jewellery, readers were offered an exclusive 20 percent discount on any purchase made during the evening, as well as receiving a free goody bag with a minimum value of 50. The event was a great success and CARAT* received a high volume of purchases on the night. Following on from the success of this campaign, CARAT* continues to place eyecatching display advertising in premium sites within the magazine. What attracted you to HELLO! specifically for this project? The profile of the HELLO! reader is in line with the CARAT* customer profile; a discerning audience with a propensity to indulge in the finer things in life. Throughout 2009 we have used HELLO! as a platform for display advertising, and a reader event advertised via an advertorial enabled us to directly measure the success of this medium. How did you find the creative work and service you received from HELLO!? Fabulous, the whole process was easy and everyone was very helpful! Sharon Bhandal, Operations Director, CARAT* Jewellery Source: TGI Oct 08 Sep 09
JEWELLERY Advertising Effectiveness ADVERTORIAL BESPOKE TIP-ON GOLDSMITHS THE TWELVE DAYS OF XMAS: THE INSIDE STORY OF GOLDSMITHS SETTING THE SCENE: Goldsmiths wanted to produce a collaborative and interactive solution to increase sales, specifically of their diamond ranges available in store, in order to maximise revenues over the Christmas period. Goldsmiths felt that jewellery purchases in the UK tended to be uninspired, with the British less comfortable at buying and wearing jewellery than their European and American counterparts. Goldsmiths felt that celebrity endorsement was the best route to changing consumer perceptions about diamond jewellery and were, therefore, very keen to work with a magazine in which upbeat and glamourous celebrity association was key. HELLO! was the perfect vehicle.
their current in-store point-of-sale creative. This was a guide to fine jewellery with a different piece behind each advent calender door. The idea was to encourage diamond purchases throughout the whole of December not just as the perfect Christmas gift for him or her, but simply because the products were lovely! What attracted Goldsmiths to HELLO!? Goldsmiths specifically wanted to use HELLO! magazine for the promotion. The HELLO! reader profile, propensity to spend and regionality perfectly matched Goldsmiths target audience. JEWELLERY: GOLDSMITHS OUTCOME OF THE CAMPAIGN: Throughout the promotional period, diamond sales increased by 27% year on year. So pleased were Goldsmiths with the success of this campaign with HELLO! that they went on to book a further CD tip-on page featuring their full range of designer brand watches and jewellery, again to great success. What were Goldsmiths main objectives for the activity in HELLO!? 40% of Goldsmiths sales come in the 6 week run-up to Christmas. The priority for the campaign was to drive footfall and ultimately sales during this period. We recommended Goldsmiths produce a tip-on advent calendar inserted into the magazine, linking the Christmas theme to How did you find the HELLO! advertising team's creative work and service? "Thanks to the total co-operation of HELLO! magazine, our Christmas campaign was a huge success. We devised a special advent calendar that featured a selection of fine jewellery and produced this to use as a tip-on in the magazine. HELLO! had never handled a tip-on this size before, but were not to be daunted by this and found a way of handling our requirements. We specifically wanted to use HELLO! magazine for the promotion as their readership profile and circulation was perfectly matched to our target audience. With their help, Goldsmiths achieved one of their best Christmas trading periods ever." Marketing Department, Goldsmiths. WHY HELLO!? Almost 3 in 5 HELLO! readers (58%) are prepared to pay over 100 for a watch. Almost a QUARTER of HELLO! readers are prepared to spend over 500 on a watch. More than 3 in 5 HELLO! readers are prepared to spend 100 or more on a single item of jewellery. More than a THIRD (35%) of HELLO! readers are prepared to spend 500 or more on a single item of jewellery. One FIFTH of all HELLO! readers (20%) are prepared to spend 1,000 or more on a single item of jewellery. Independent Reader Research 2003.
JEWELLERY Advertising Effectiveness ADVERTORIAL & COMPETITION TRADE AWARENESS HERMO CORDOBA DIAMONDS ROCK! SETTING THE SCENE: Hermo-Cordoba jewellery is designed and created in the old Andalucian city of Córdoba, where jewellery has been made for centuries. Hermo- Cordoba is a young and vibrant company whose jewellery never fails to attract attention, whether classical, modern or totally off-the-wall! The collection of 18ct diamond jewellery offers something for everyone, and all at incredibly affordable prices.
four out of five tokens that ran in HELLO! in the subsequent four issues. Tokens appeared in the Society section of the magazine, called Diary Of The Week, as quarter-page advertorials. The competition was a huge success with HELLO! readers, attracting in excess of 500 entries. What were Hermo-Cordoba s main objectives for the activity in HELLO!? To promote the Hermo-Cordoba range of jewellery and drive awareness amongst potential stockists of the jewellery. By running a competition over five weeks in HELLO! the Hermo-Cordoba brand message was continually reinforced to HELLO! readers. WHY HELLO!? More than 3 in 5 HELLO! readers are prepared to spend 100 or more on a single item of jewellery. More than a THIRD (35%) of HELLO! readers are prepared to spend 500 or more on a single item of jewellery. One FIFTH of all HELLO! readers (20%) are prepared to spend 1,000 or more on a single item of jewellery. Independent Reader Research 2003. JEWELLERY: HERMO-CORDOBA OUTCOME OF THE CAMPAIGN: Meridian Distribution and Marketing Limited (MDM) is the sole distributor of Hermo- Cordoba jewellery in the UK. MDM was keen to raise awareness of the jewellery amongst two different audiences: HELLO! readers on the one hand, and potential stockists of the range on the other hand. In order to achieve this MDM ran a full page advertorial within the fashion section of HELLO! including a reader competition. The advertorial described Hermo- Cordoba designs and gave the MDM telephone number for readers to find out information about their nearest stockist. The competition allowed one reader to win a Hermo-Cordoba diamond necklace and matching earring set. To enter the competition readers had to collect What attracted Hermo-Cordoba to HELLO!? MDM only used HELLO! for this solus promotion. The HELLO! reader profile and propensity of HELLO! female readers to buy their own jewellery rather than wait to receive it as gifts perfectly matched Hermo-Cordoba s target audience. How did you find the HELLO! advertising team s creative work and service? "We needed a vehicle to promote the brand to fashion conscious people. HELLO! magazine proved to be the perfect conduit. Their design team put together a competition campaign that ran over several weeks. We featured jewellers who stocked the advertised product. The response was great. HELLO! magazine did a fantastic job. The brand is growing from this platform and we are looking at another campaign for next year." Jonathan B. Ralston, Managing Director, Meridian Distribution and Marketing (UK distributors for Hermo-Cordoba)